Packaging Attributes and Consumer Patronage of Beverages in Akwa Ibom State Nigeria

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PACKAGING ATTRIBUTES AND CONSUMER PATRONAGE OF BEVERAGES IN

AKWA IBOM STATE, NIGERIA
Article in British Journal of Marketing Studies · December 2020
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British Journal of Marketing Studies
Vol. 8, Issue 6, Pp.1-18, December 2020
Published by ECRTD- UK
Print ISSN: 2053-4043(Print), Online ISSN: 2053-4051(Online)
PACKAGING ATTRIBUTES AND CONSUMER PATRONAGE OF BEVERAGES IN
AKWA IBOM STATE, NIGERIA
Dr. Okokon B. Attih

Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University, Obio
Akpa Campus, Oruk Anam L.G.A., P.M.B. 1167, Uyo, Akwa Ibom State, Nigeria: email-
[email protected]
ABSTRACT: The study was carried out to determine the relationship between packaging
attributes and consumer patronage of beverages in Akwa Ibom State. The survey research design
was used for this study. Data for the study were obtained through questionnaire administered to
385 respondents across the three senatorial districts in Akwa Ibom State. A multi-stage sampling
technique - stratified and simple random sampling techniques were used to select the respondents
for this study. A total of 376 copies of questionnaire were retrieved and used for the analysis.
Five hypotheses were formulated and tested at the 0.05 level of significance. Data obtained for
the study were analyzed using tables, frequency and percentage while hypotheses were tested
using multiple linear regression. The findings revealed that there is significant positive
relationship between design of wrapper, printed information, packaging size, packaging
innovation and consumer patronage of beverages in Akwa Ibom State. This implies that when
there is an improvement in design of wrapper, printed information, packaging size and packaging
innovation, there will be significant positive influence on consumer patronage of beverages. It
was concluded that packaging plays an important role in the marketing of beverages and can be
treated as one of the vital components of product that influence consumer patronage. Based on
the findings of the study, it was recommended among others that attention should be given to the
overall improvement of design of wrapper, printed information, packaging size and packaging
innovation by beverage manufacturing firms in offering their products to the target market.
KEYWORDS: Packaging, design of wrapper, printed information, packaging size, packaging

innovation, consumer patronage of beverages
INTRODUCTION
Packaging as a marketing tool, has become increasingly important to manufacturers and marketers.
As a product component, it is one of the means used by firms to showcase and attract consumers
to their products. Thus, packaging has a crucial role to play in influencing consumers’ purchase
decision as well as patronage and can also be a determining factor in the success or failure of a
firm’s product. According to Harsha and Amulya (2017), packaging can play an attention catching
role in the success or failure of a product in the market. The authors opined that its success depends
a lot on how it is designed by its creator. Kotler and Armstrong (2016) described packaging as
involving the process of designing and producing the container or wrapper for a product.
Packaging can also be described as all the activities of preparing goods for transportation, storage
1
and sale. It consists of different types of materials such as plastic, paper, metal, glass, wood and
so forth.
Traditionally, packages provide functional benefits such as containment, preservation, protection,

convenience, handling, promotion and storage. However, the function of a product package has
changed with the increased importance placed on self-service marketing by many stores and the
fact that more and more buying decisions are made at the point of purchase (Belch, Belch and
Purani, 2011). The changing consumer buying behaviour has also placed product package as an
important marketing tool to stimulate impulsive buying behaviour, increase market share, project
corporate image and promote sales (Harsha and Amulya, 2017).
Different types of packaging are available to beverages manufacturing firms - the primary,
secondary and tertiary packaging. Packaging being the first thing the consumer sees before making
the final decision to buy a product can play an important role in influencing consumer purchase
decision. It must make a favourable first impression to attract consumer’s attention and interest.
The beverages industry has witnessed huge investments in packaging due to technological
advancements. Organizations depend a lot on the creative and innovative ideas of packaging
experts to stand out among their competitors. Thus, beverages manufacturing firms require the
development and implementation of good packaging strategies that can have a positive influence
on consumers’ patronage and the performance of the firms’ products. According to Hutchinson
(2010), as the beverage market continues to grow, the need to differentiate a product from its
competitors in the market also increases and one way to achieve this is through various packaging
techniques. The role of packaging in the beverage industry cannot be underestimated. It builds,
maintains, and projects their corporate images. Thus, the package becomes a very important
component of a product that can influence the consumer’s purchase decision as well as patronage
positively or negatively.
In highly competitive industry such as beverages, satisfying the consumers should be the primary
focus of firms that wish to sustain patronage. Consumer patronage can be described as the act of
the consumer being a regular customer to a particular product brand or shop (Nwulu and Asiegbu,
2015). According to Kotler and Keller (2012), understanding how the consumer chooses products
can help manufacturers gain a competitive advantage in the market. Beverages companies in order
to create the packaging for their products must understand the consumer buying process and the
packaging attributes that can influence patronage. Zekiri and Hasani (2015) also stated that
understanding what packaging features are most important to the consumer help companies to
make the right decisions about packaging and their products.
In designing a package or wrapper for a product, firms must consider the packaging attributes that
will elicit favourable response towards their products. According to Silayoi and Speece (2007),
packaging as a powerful marketing tool has the following attributes – shape, design, material,
colour, label, symbol, graphics, pattern, pictures and size that should be kept in mind. Adam and
Ali (2014) opined that packaging attributes are divided into two categories, the visual attributes
(material, design, graphics, size, colour) and the verbal attributes (product information (label),
brand name, country of origin) which may have positive or negative influence on consumer
patronage. Therefore a good packaging layout with commensurate product quality enables a
product stand out and differentiates it from competing products. Hence, this study is basically to
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determine the relationship between packaging attributes and consumer patronage of beverages in
Akwa Ibom State, Nigeria.
Objectives of the Study
The main objective of this study was to determine the relationship between packaging attributes
and consumer patronage of beverages in Akwa Ibom State. The specific objectives were to:
i. Examine the relationship between design of wrapper and consumer patronage of
beverages in Akwa Ibom State.
ii. Investigate the relationship between printed information and consumer patronage of
iii. Assess the relationship between packaging size and consumer patronage of beverages in
Akwa Ibom State.
iv. Ascertain the relationship between packaging innovation and consumer patronage of
v. Determine the joint relationship between design of wrapper, printed information,
packaging size, packaging innovation and consumer patronage of beverages in Akwa Ibom
State.
Research Questions
Based on the objectives of the study, the following research questions were raised.
i. What is the relationship between design of wrapper and consumer patronage of beverages
in Akwa Ibom State?
ii. To what extent does printed information relate with consumer patronage of beverages in
Akwa Ibom State?
iii. What is the relationship between packaging size and consumer patronage of beverages in
Akwa Ibom State?
iv To what extent does packaging innovation relate with consumer patronage of beverages in
Akwa Ibom State?
v What is the joint relationship between design of wrapper, printed information, packaging
size, packaging innovation and consumer patronage of beverages in Akwa Ibom State?
Research Hypotheses
Based on the objectives of the study, the following hypotheses were formulated:
Ho1: There is no significant relationship between design of wrapper and consumer patronage
of beverages in Akwa Ibom State.
HO2 There is no significant relationship between printed information and consumer patronage
Ho3: There is no significant relationship between packaging size and consumer patronage of
Ho4:There is no significant relationship between packaging innovation and consumer patronage
Ho5:There is no significant joint relationship between design of wrapper, printed information,
packaging size, packaging innovation and consumer patronage of beverages in Akwa Ibom
State.
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Significance of the Study
The findings of this study will be useful to manufacturers, marketers and consumers of beverage
products. It will assist the manufacturers of beverages to use better packaging approaches. This
study will also give the marketers of beverage products the knowledge of what attributes of
packaging are more marketable and favourable to elicit a positive consumer response towards their
products. The findings will add to the existing body of knowledge on packaging and consumer
patronage. It will also serve as a reference material for researchers who wish to carry out a study
on similar or related topics.
Scope of the Study
This study was restricted to determining the relationship between packaging attributes and
consumer patronage of beverage products (tea, coffee, liquor, beer, soft drink, milk, juice and
wine). This study focused only on four attributes of packaging, which are design of wrapper,
printed information, packaging size and packaging innovation which served as independent
variables and consumer patronage as dependent variable. Geographically, this study was limited
to Akwa Ibom State, Nigeria. The State has 31 Local Government Areas with three (3) Senatorial
Districts – Uyo, Eket, and Ikot Ekpene. The unit of analysis considered in the study was the
consumers of beverages.
LITERATURE REVIEW
This section covers the conceptual framework and empirical review of literature.
Concept of Packaging
Packaging can be described in different ways. According to Kotler and Armstrong (2016),
packaging is the process of designing and producing the container or wrapper for a product.
Agariya, Johari, Sharma, Chandraul and Singh (2012) described packaging as a container for a
product including the physical appearance of the container such as the design, colour, shape,
labeling and material. According to Department of Environment, Northern Ireland (2010),
packaging is referred to all products produced through material of nature to be used for the
containment, protection, handling, delivery and preservation of goods from the producer to the
user or consumer. Kotler and Keller (2012) asserted that a well-designed package can build brand
equity and drive sales. They opined that product choice is encouraged and consumers’ attentions
are drawn by a good package. Harsha and Amulya (2017) defined packaging as the wrapper of
product that holds the information regarding the product and the manufacturer of a product. They
established that packaging is an essential element that influences the consumer buying decision
and it has a great influence on the company’s success in an environment that is competitive.
Packaging Attributes
Some packaging attributes are as follows:
Design of Wrapper: Design of wrapper is the general arrangement of a wrapper in the form of
prototype and it comprises the shape, visual appearance and aesthetic
(enwikipedia.org\wiki\design). The design of wrapper attracts and performs a major role in getting
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the consumer’s interest (Deliya and Parmar, 2012). According to Dunmade (2015), the design of
the product’s wrapper has a long way to attract or distract product’s consumers. The author stated
that consumers are more sensitive to attributes or features that constitute design of wrapper, since
consumers especially children are always attracted to the product design. Ahmadi, Bahrami and
Ahani (2013) opined that the design of wrapper would normally provide attraction leading to the
consumer’s buying a product. Therefore, producers often try their best to develop a wrapper or
container that has attractive influence on consumer to gain a competitive advantage over others
companies.
Packaging Innovation: Innovation in packaging might result in value added to the product if it
meets a consumers needs like non – breakability, tamper proofing, child-proofing, easy-open,
portion control and recycling (Ashaduzzaman and Mahbub, 2016)). Producers often seek to have
a wrapper or container that maintains the brand equities that stand the test of time, with less costs
of production. A consumer may decide to accept a product due to its innovative packaging that
shows the association between innovation of packaging and consumer purchase decision (Deliya
and Parmer, 2012). According to Dunmade (2015), using the right innovation when a product is
designed often adds value to the product in the minds of consumers or buyers. It depicts a clear
indication that the manufacturer is both dynamic and sensitive to consumer’s needs compared with
the competitors.
Packaging material: As noted by Ahmed, Parmar and Amin (2014), packaging material has an
influence on consumers’ purchasing behaviour. Packaging as a visual element communicates as it
influences the perceived quality associated with products (Lynsey, 2013). Deliya and Parmar
(2012) asserted that consumers are influenced with product that has a high quality of packaging
material compared with low quality material. Farooq, Habib and Aslam (2015) stated that
packaging material is an essential component that prevents and protects products against losses.
Packaging colour: The colour of an item performs an essential function in the buying decision
making process of a consumer. Some colours influence moods and draws consumer attention to
the product (Ahmed, Parmar and Amin, 2014). Harper and Miller (2012) posited that colour seems
to be one of the most powerful visual elements that can change people’s moods quickly. Colour
performs an essential function in product packaging with the effect of communicating and
signaling some promotional messages, which ultimately evoke certain emotions to consumers
(Grundey, 2010). Pride and Ferrel (2010) asserted that blue colour is related with wealth, trust and
security and it is soothing, while grey colour is related with strength. Orange colour is related with
success, red colour symbolizes excitement and stimulation and purple colour signifies dignity,
stateliness, cheerfulness and masterfulness while yellow shows cheerfulness.
Shah, Ahmad and Ahmad (2013) opined that colour has an essential role in differentiating a
company’s goods from that of others. It has been established that colours positively influence
perception, attractiveness and attention of the consumers and therefore colour of packaging can be
an essential element in establishing an impression needed to persuade product selection (Gofman,
Moskowitz and Mets, 2010). Poturak (2014) stated that selecting a colour is a necessary step to
produce a good package design for a product. The colour of packaging always draws consumer
attention to the product. Based on the perception of consumer, every colour would create a unique
meaning. Poturak (2014) asserted that white and black colours are used to establish power as red
is for energy, blue represents trust and green symbolizes balance.
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Printed Information: Printed information gives the consumer first line information about a
product and it is essential to attract consumer attention to the product. It informs the consumer
about the nature of the product and helps the consumers to take a decision (Borishade,
Olalekeoluseye, Favour and Prosper, 2015). According to White (2015), printed information is
essential because it conveys important information like marketing messages with the materials or
ingredients used to produce the product. White (2015) asserted that the printed information on
packaging creates brand identity and enhances recognition of product name.
Deliya and Parmar (2012) stated that the printed information on packages is an essential element
of marketing mix and can support advertising claims as well as enhance name recognition,
establish brand identity and can optimally allocate shelf space. The authors also pointed out that
the customer can change his decision based on information on the package. Generally, in Fast
Moving Consumer Goods (FMCG), the buyer can assess product based on printed information
about the product. If the consumer is buying the product for the time, printed information can help
the individual to establish product identity. It also provides brand description because the
consumer can easily acquire more knowledge concerning goods or services offered by the
company. Therefore, the information acquired concerning the product can influence consumer
buying behaviour (White, 2015).
Packaging Graphic: Graphic is the visual images or designs of items. It includes layout, pictorial
and colour combination, topography and photography, all of which create image
(enwikipedia.org\wiki\graphics). Lynsey (2013) opined that graphic images on a package can
establish interest and also increase consumer curiosity for a specific product. The author
established that packaging image is different and it has the capacity to establish interest for that
product. Smith and Taylor (2003) opined that graphics can communicate on diverse levels,
meaning that it can also create uniqueness to reinforce a brand image or name, help in shelf
appearance and reposition. The authors further established that graphics add value to the product
through aesthetic quality. Tobias (2013) observed that pictorial elements are noticeable, if is placed
on the right side, while textual elements of packaging are observed, when it is placed on left side.
This implies that for proper placement of graphics both pictorial and textual elements are very
important in product packaging.
Packaging Size: Consumer purchase decision can be enhanced through packaging size. It plays a
crucial role in determining the consumer buying decision, because different packaging sizes are
attractive to consumers with various involvement levels (Silayoi and Speece, 2007). Hoyer and
Maclnnis (2010) opined that packaging size attracts consumers’ attention and enhance consumer
buying behaviour. Thus, when choices are made among competitive products, consumers tend to
purchase a product that has larger pack than the smaller one. Furthermore, they recognize that
packaging with attention grabbing shapes contain much of goods. Kotler (2008) observed that
consumption or regularly use of a product may increase if packaging is redesigned.
Silayoi and Speece (2004) asserted that the size of packaging that is smaller may be considered by
smaller family and that the bigger size of the product packaging is a waste. Rundh (2013) opined
that when the size of the family changes, the product purchased by the family will also change.
Silayoi and Speece (2004) in their study established that consumers that have small family do not
focus on large size of product packaging and that small family buys in small packages. This implies
that buying from the larger size will be waste for a small size family.
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Concept of Consumer Patronage
Consumer patronage is a support or approval given by a customer in regards to a specific brand

(Simons, 2016). The author opined that consumer patronage provides the framework to grow
market share. According to Nwulu and Asiegbu (2015), consumer patronage can be defined as the
act of being a regular customer to a brand or shop. The authors observed that terminal values,
lifestyles, social class and media habits are antecedents of patronage. Bear (2003) defined
consumer patronage as the way individuals choose a product among competing products. The
author stated that product choice and patronage patterns are based on consumer’s perception,
image and attitude formed from experience, information and need.
Empirical Review of Literature
Ashaduzzaman and Mahbub (2016) examined the role of elements of packaging on buying
detergent power in Dhaka city, Bangladesh. The research design adopted was survey method and
purposive sampling technique which was used to select 230 sample sizes for the study. The study’s
population consisted of citizens of Bangladesh who used detergent powders. The data obtained
were analyzed using structure equation modeling for the test of hypothesis. The findings showed
that up to six elements of packaging colour, background image, front style, package innovation,
printed information and wrapper design have positive impact on consumer detergent powder
buying decision in the context of Bangladeshi. It was concluded that package might be treated as
the most valuable tool that influence consumers buying behaviour of powder detergent in
Bangladeshi.
Gupta and Kumar (2016) examined packaging role in impacting consumers buying behaviour in
India. The research design adopted was survey method and non-probability convenience sampling
technique was employed to select 70 respondents. Primary sources of information were used and
questionnaire was used to obtain data for the study. The data obtained for the study were analyzed
using descriptive statistics and multiple regression analysis. The findings revealed that
background; front style, printed information, shape, innovation, wrapper design, packaging colour
and package material and appropriate picture significantly and positively influenced consumer
buying behaviour. All the components influence positively to catch consumer interest and
attention. It was concluded among many other things that packaging is one of the most powerful
strategies in marketing communication that influence buying behaviour of consumers.
Samreenlodhi (2015) examined the brand packaging and consumer buying behaviour: A case of
FMCG products in Pakistan. The descriptive survey research was used in the study and simple
random sampling was used to obtain a sample size of 250 respondents. Primary data were sourced
via questionnaire, which was administered on the product users, deciders and buyers of FMCG,
that had different ages and levels of education. The data obtained for the study were analyzed using
linear regression. The findings showed a positive impact on packaging elements (colour, attractive
packaging shape, brand image, size and labeling and consumer buying pattern. Also, it discovered
that dimension changes or minor packaging material for the FMCG items did not affect consumer
purchase pattern significantly. It was concluded that packaging plays basic role and serve as a tool
to provide shelf influence and also specifying the new product characteristics.
Olawepo and Ibojo (2015) examined the link that exist between consumers purchase intention and
packaging in the case of Nestle Nigeria Plc products. The research design used was survey method
7
and simple random sampling technique was used to get 325 respondents. Data were collected
through primary sources with the use of questionnaire. Hypotheses for the study were analyzed
using multiple regression analysis and t-test at 0.01 level of significance. The findings of the study
showed that picture quality and intention to purchase by a consumer were significantly related.
The study revealed that labeling, picture quality and colour combination can both independently
and jointly determine the purchase intention of consumers. It was concluded that packaging is
vehicle which propel product uniqueness in the market and help other attributes of product quality
to draw consumer attention basically with a product that has similar brands.
Borishade, Favour, Ogunnaike and Prosper (2015) examined packaging and its effect on purchase
decision of consumers in a food and beverages company in Nigeria. The survey research design
was used for the study and a sample size of 250 respondents of Unilever products consumers were
drawn using simple random sampling technique. The hypotheses for the study were tested using
simple and multiple linear regression analysis. The findings of the study showed that labeling can
create consumer awareness. Tagging and product cataloging always draw consumers’ attention. It
was concluded that packaging was crucial in consumer buying decision.
Sultan (2016) investigated packaging influence on the purchase behaviour of consumers. A

comparative study of Cadbury dairy milk and Cadbury perk milk in Karachi, Pakistan. The
research design used was survey method with a sample of 456, which was drawn through the use
of convenience sampling. The hypotheses were tested with chi-square and multiple regression
analysis. The findings showed that packaging material, packaging size, packaging graphics,
product information and product colour have positive and significant effect on purchasing
behaviour of consumers. The findings further revealed that packaging design and nutritional
information significantly impacted the buying behaviour of consumers. It was concluded that
packaging performs crucial function in influencing consumer purchasing behaviour in Cadbury
diary and Cadbury diary perk.
Deo and Hosee (2017) examined the product packaging innovation and buying behaviour of
consumer in Rwanda. The study made use of survey research design. The sample size of 95
respondents was drawn using stratified random sampling technique. Primary source of information
was used to collect data and were analyzed using descriptive statistics and correlation. The findings
showed significant positive relationship between consumer buying behaviour and product
packaging innovation. It was concluded that product packaging innovation has significant
relationship with consumer buying behaviour and that good packaging can influence the
purchasing decision of a consumer.
Harsha and Amulya (2017) investigated the verbal impact of packaging on buying behaviour of
consumers as it concerns ready –to-serve fruit beverage in Bangalore and Mysore, India. The
descriptive research design was used in the study and the simple random sampling technique was
utilized in selecting 300 customers who used the food beverage in Bangalore and Mysore. The
primary source of information was obtained through questionnaire administered to the
respondents. Data obtained for the study were analyzed using chi-square statistical tool. The
findings showed that the elements of packaging like brand name, nutritional information, product
information, country of origin, foundation image and shape of wrapper have significant
relationship with consumer purchasing decision. It was concluded that packaging plays major role
in influencing consumer purchasing chance.
8
Karedza (2017) examined the impact of packaging designs on consumer purchasing behaviour of
FMCG in Zimbabwe. The survey research design was used for the study. The sample size of 49
respondents from the retail sector was selected using stratified and convenience sampling
technique. The data for the study were obtained through an in-depth interview and a structured
questionnaire. Data obtained for the study were analyzed using simple and multiple regression
analysis. The findings revealed that packaging elements have a significant relationship with
consumer buying decision. It was concluded that product information was the major verbal
element on consumer purchasing decision and the five elements of packaging plays crucial role in
influencing consumer purchasing choice in Zimbabwe.
Ghosh (2016) examined packaging impact on the purchasing behaviour of consumers in a study
of Mother Dairy in India. Survey research design was used. The sample size of 150 respondents
was randomly selected for the study. The data obtained were analyzed using chi-square and
Pearson Product Moment Correlation tests. The findings of the study showed that the predictor
variables like background image, wrapper design, packaging colour and packaging innovation
have significant relationship with the dependent variable (consumer purchase behaviour). It was
concluded that packaging is seen as the basic marketing weapon in terms of communication
between consumers and organization.
METHODOLOGY
This section covers the research design, population of the study, sample size, sampling technique,
conceptual specification of model, empirical specification of model, source and nature of data,
instrument for data collection and methods of data analysis.
Research Design
The survey research design was used for this study. This involved gathering data from the sample
of respondents by the use of questionnaire. The survey design was an appropriate method to elicit
detail consumers’ opinions on the subject matter, based on the objectives of the study.
Population of the Study
The population of this study comprised all the consumers of beverage products (tea, coffee, liquor,
beer, soft drink, milk, juice and wine) in Akwa Ibom State, Nigeria.
Sample Size
The sample size of the consumers of beverages in Akwa Ibom State was determined using the
formula for infinite population by Walpole (1974) as follows:
n = (Z/a/2)2
4e2
Where: n = Sample size
(Z/a/2) = 1.96
E = error margin = 0.05
Sample (n) = (1.96)2
4 (0.05)
9
= (1.96)2
4 (2.5)
= (1.96)2
0.01
= 3.8416
0.01
= 384.6
= 385
The sample size was allocated to the three senatorial districts of Uyo, Eket and Ikot Ekpene in
Akwa Ibom State. The sample size of each of the senatorial districts was determined using Bowley
(1937) allocation formula nth as follows:
𝑛 × 𝑁𝑡ℎ
𝑛𝑡ℎ =
𝑁
Where:
nth = sample size for stratum h
Nth = population of the stratum
N = population size
n = sample size
Population of Uyo senatorial district = 1,829,660
Population of Eket senatorial district = 1,648,402
Population of Ikot Ekpene senatorial district = 1,793,957
N = 5,272,019
Source: NPC (2015) projected population report
𝑛 × 𝑁𝑡ℎ
𝑛𝑡ℎ =
𝑁
N = 5,272,019
n = 385
For Uyo senatorial district, Nth = 1,829,660
nth = 385 x 1,829,660
5,272,019
= 134
For Eket senatorial distict, Nth = 1,648,402
nth = 385 x 1,648,402
5,272,019
= 120
For Ikot Ekpene senatorial district, Nth = 1,793,957
nth = 385 x 1,793,957
5,272,019
= 131
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Sampling Technique
Sample sizes of 385 consumers of beverages were selected using multi - stage sampling technique.
At the first stage of sampling, the population of the study was stratified (divided) into three
senatorial districts in Akwa Ibom State - Uyo, Eket and Ikot Ekpene. At the second stage of
sampling, simple random sampling technique was used to select a sample size of 134 consumers
of beverages in Uyo senatorial district, 120 in Eket senatorial district and 131 in Ikot Ekpene
senatorial district respectively to give the required 385 consumers of beverages.
Conceptual Specification of Model
In line with hypotheses of the study, model was developed conceptually to determine relationship
between independent variables (packaging attributes) and dependent variable (consumer
patronage) of beverages. The model specifies that consumer patronage of beverage is a function
of design of wrapper, printed information, packaging size and packaging innovation.
Packaging Attributes
Design of Wrapper
Printed Information Consumer Patronage
Packaging Size
Packaging Innovation
Figure 1: Conceptual model

Source: Researcher’s conceptual model (2020)
Figure 1 indicates that consumer patronage as dependent variable could be influenced by

independent variables - design of wrapper, printed information, packaging size and packaging
innovation.
Empirical Specification of Model
To determine the relationship between independent variables (packaging attributes) and dependent
variable (consumer patronage) of beverages, the multiple regression model was developed.
The model is expressed mathematically as follows: 𝐶𝑃 = 𝛽0 + 𝛽1 (𝐷𝑂𝑊) + 𝛽2 (𝑃𝐼) + 𝛽3 (𝑃𝑆) +
𝛽4 (𝑃𝐼𝑁) + 𝑒 − − − − − 𝐸𝑞𝑢𝑎𝑡𝑖𝑜𝑛 1
Where:
CP = Consumer Patronage
DOW = Design of Wrapper
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PI = Printed Information
PS = Packaging Size
PIN = Packaging Innovation
𝛽0 = Intercept
𝛽1 − 𝛽4 = Regression coefficients
e = error term
Source and Nature of Data
Data for this study were collected through primary source. The primary data were obtained through
a structured questionnaire administered to respondents.
Instrument for Data Collection
The research instrument for this study was a structured questionnaire. The questionnaire has two
sections. Section A consisted of items on demographic data of respondents. Section B contained
items based on the research questions. The questionnaire contained 24 items and was measured on
a four - point Likert scale. Items included in the instrument ranged from strongly agree 4, agree
3, disagree 2 and strongly disagree 1.
Methods of Data Analysis
Data obtained from the respondents were analyzed using tables, frequency and percentage.
Descriptive statistics were computed for each of the research variables and multiple linear
regression was used to test hypotheses. All hypotheses were tested at the 0.05 level of significance
with p < 0.05 indicating statistical significance. To enhance data analysis, Statistical Package for
the Social Sciences (SPSS, version 22.0) was used to analyze the data.
DATA PRESENTATION, ANALYSIS AND DISCUSSION OF RESULTS
This section focuses on data presentation and analysis, test of hypotheses and discussion of results.
Data Presentation and Analysis
The data obtained for this study were presented and analyzed using tables, frequency and
percentage specifying relevance information on the numbers of questionnaire administered and
retrieved from the respondents. Out of 385 copies of the questionnaire administered, 376 copies
representing 97.7 % of the administered copies of the questionnaire were retrieved. The number
of questionnaire administered and retrieved from each of the three Senatorial Districts in Akwa
Ibom State is presented in Table 1
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Table 1: Administration and retrieval of the questionnaire
Senatorial Total No. of Total No. of Total No. of Total
District Questionnaire Questionnaire Percentage
Administered Retrieved Questionnaire
n(%) not
Retrieved
n(%)
Uyo Senatorial 134 130(97.0) 4(3.0) 100
District
Ikot Ekpene 131 129(98.5) 2(1.5) 100
Senatorial
District
Eket 120 117(97.5) 3(2.5) 100
Senatorial
District
Total 385 376(97.7) 9(2.3) 100
Source: Field data (2020).
Result presented in Table 1 reveals that 97.0% of the questionnaire administered in Uyo Senatorial
District of Akwa Ibom State were retrieved, 98.5% in Ikot Ekpene Senatorial District were
retrieved while 97.5% of the questionnaire administered were retrieved in Eket Senatorial District.
Generally, 97.7% of the administered questionnaires were retrieved while 2.3% were not retrieved
from the respondents.
13
1
10
Data Analysis
Table 2: descriptive Statistics for the Research Variables
N Minimum Maximum Mean Std. Skewness Kurtosis

Deviation
Statistic Statistic Statistic Statistic Std. Statistic Statistic Std. Statistic Std.
Erro Error Error
r
Design of 376 13.00 16.00 14.65 0.05 0.99 -0.38 0.13 -0.87 0.25
Wrapper
Printed 376 12.00 16.00 14.17 0.07 1.29 -0.03 0.13 -1.00 0.25
information
Packaging size 376 11.00 16.00 13.44 0.07 1.41 -0.07 0.13 -1.07 0.25
Packaging 376 10.00 16.00 12.30 0.09 1.75 0.52 0.13 -0.50 0.25
innovation
Consumers’ 376 12.00 16.00 14.11 0.07 1.43 -0.05 0.13 -1.22 0.25
patronage
Source: Researcher’s computation (2020)
1
Result in Table 2 presents the descriptive statistics for the research variables. The mean scores of
14.65, 14.17, 13.44, 12.30 and 14.11 were obtained for design of wrapper, printed information,
packaging size, packaging innovation and consumer patronage with standard deviations of 0.99,
1.29, 1.41, 1.75 and 1.43 respectively. The design of wrapper gave the highest mean score
compared with printed information, packaging size and packaging innovation. This implies that
the design of wrapper was rated higher than other packaging attributes. The result also yielded
skewness of -0.38, -0.03, -0.07 and 0.52 for design of wrapper, printed information, packaging
size and packaging innovation respectively. The result shows that three of the packaging attributes
(design of wrapper, printed information and packaging size) were negatively skewed meaning
skewed to the left while packaging innovation was skewed to the right or positively skewed. The
dependent variable has negative skewness meaning skewed to the left. The kurtosis of -0.87, -1.00,
-1.07, -0.50 and -1.22 were obtained for design of wrapper, printed information, packaging size,
packaging innovation and consumer patronage respectively. All the research variables had kurtosis
less than 3.00 which is the kurtosis of a normal distribution which indicates possible departure of
the scores from that of the normal distribution. The relationship among the variables was presented
in Table 3.
Table 3: Relationship between the research variables
Variables 1 2 3 4 5
1. Design of wrapper 1
2. Printed information 0.739** 1
(0.000)
3. Packaging size 0.727** 0.829** 1
(0.000) (0.000)
4.Packaging 0.727** 0.831** 0.925** 1
innovation (0.000) (0.000) (0.000)
5.Consumer 0.763** 0.854** 0.929** 0.989** 1
Patronage (0.000) (0.000) (0.000) (0.000)
Source: Researcher’s computation (2020) using SPSS version 20.0, **correlation is significant at
1% (p<0.01)
Result in Table 3 reveals that design of wrapper has significant positive relationship with consumer
patronage (r-value = 0.763, P-value = 0.000, P<0.05). Result also reveals that printed information
(r-value = 0.854, P-value = 0.000, p<0.05) and packaging size (r-value = 0.929, P-value = 0.000)
and packaging innovation (r-value = 0.989, r-value = 0.989, P-value = 0.000, P<0.05) have
significant positive relationship with consumer patronage. Result also reveals that among the four
packaging attributes considered, packaging innovation has the most significant positive
relationship with consumer patronage.
12
Table 4: ANOVA result summary showing the relationship between design of wrapper,
printed information, packaging size, packaging innovation and consumers’
patronage.
Model Sum of Df Mean Square F-calc. F-crit. P-

Squares value
Regression 739.588 4 184.897 3049.44 2.40 0.0000
Residual 22.495 371 .061
Total 762.082 375
From Table 4, the F-calculated of 3049.44 was obtained with P-value of 0.000 as against the F-
critical of 2.40 at the 0.05 level of significance. Result shows that the F-calculated (3049.44) is
greater than F- critical (2.40) which means that there is a significant regression relationship
between the independent variables (design of wrapper, printed information, packaging size,
packaging innovation) and the dependent variable (consumers patronage in terms of sales volume,
market share and so forth). This result also indicates that design of wrapper; printed information,
packaging size and packaging innovation jointly significantly predict consumers’ patronage.
Result obtained from the ANOVA shows that the four independent variables (design of wrapper,
printed information, packaging size and packaging innovation) accounted for significant variation
in consumers’ patronage for beverages. Parameter estimates of the multiple regression model is
presented in Table 5.
Table 5: Parameters estimates of the multiple regression result showing the relationship
between design of wrapper, printed information, packaging size, packaging
innovation and consumer patronage.
Model Unstandardized Standardized t-value P-value

Coefficients Coefficients
B Std. Error Beta

1 (Constant) -0.031 0.196 -.156 0.876
Design of wrapper 0.315 0.020 0.219 15.75 0.000*
Printed information 0.122 0.019 0.110 6.421 0.000*
Packaging size 0.099 0.023 0.097 4.304 0.000*
Packaging innovation 0.526 0.016 0.645 32.875 0.000*

*significant at 5% (P<0.05). t-critical = 1.97,
From Table 5, design of wrapper, printed information, packaging size, and packaging innovation
gave unstandardized regression coefficients of 0.315, 0.122, 0.099 and 0.526 respectively. This
means that the four predictor variables have significant positive relationship with consumer
patronage for beverage. The estimated regression equation based on the unstandardized regression
coefficient is shown below:
𝐶𝑃 = −0.031 + 0.315DOW + 0.122PI + 0.099PS + 0.526PIN
Where: CP = consumer patronage, DOW = design of wrapper, PI = printed information,
13
PS = packaging size while PIN = packaging innovation.
Test of Hypotheses
Hypothesis 1
Ho1: There is no significant relationship between design of wrapper and consumer patronage of
beverage in Akwa Ibom State.
Result in Table 5 shows that design of wrapper (β = 0.315, S E = 0.020, t-calc. = 15.75, P-value =
0.000, P-value<0.05) has significant positive relationship with consumer patronage of beverages
in Akwa Ibom State. This significant positive regression coefficient of 0.315 reveals that the design
of wrapper has positive contribution to consumer patronage of beverage. The standardized beta
of 0.219 was obtained which means that if other variables are held constant, for every 1 unit
improvement in design of the wrapper, consumer patronage for beverages will increase by 0.219.
Result also shows t-calculated of 15.75 and t-critical of 1.97 at the 0.05 level of significance. The
t-calculated (15.75) is greater than the t-critical (1.97) at the 0.05 level of significance. The null
hypothesis is rejected. Therefore, there is a significant relationship between the design of the
wrapper and consumer patronage for beverage in Akwa Ibom State. This result implies that when
there is a significant improvement in the design of the wrapper, there will be a significant
improvement in consumer patronage for beverage in Akwa Ibom State. This result also indicates
that the design of wrapper enhances consumer patronage for beverage in Akwa Ibom State.
Hypothesis Two
Ho2: There is no significant relationship between printed information and consumer patronage of
Result in Table 5 reveals that printed information (β = 0.122, S E = 0.019, t-calc. = 6.421, P-value
= 0.000, P-value<0.05) has positive relationship with consumer patronage of beverage in Akwa
Ibom State. Result yielded regression coefficient of 0.122 which implies that printed information
contribute positively to consumer patronage. The standardized beta of 0.110 was obtained which
means that if other variables are held constant, for every 1 unit improvement in printed
information, consumer patronage for beverage will increase by 0.110. Result also shows t-
calculated of 6.421 and t-critical of 1.97 at the 0.05 level of significance. The t-calculated (6.421)
is greater than the t-critical (1.97) at the 0.05 level of significance. The null hypothesis is rejected.
Therefore, there is a significant relationship between printed information and consumer patronage
for beverage in Akwa Ibom State. This result implies that when there is a significant improvement
in printed information, there will be a significant improvement in consumer patronage for beverage
in Akwa Ibom State. This result also indicates that printed information enhances consumer
patronage for beverage in Akwa Ibom State.
Hypothesis Three
Ho3: There is no significant relationship between packaging size and consumer patronage of
Result in Table 5 reveals that packaging size (β = 0.099, S E = 0.023, t-calc. = 4.304, P-value =
0.000, P-value<0.05) has positive relationship with consumer patronage of beverage in Akwa
Ibom State. Result yielded regression coefficient of 0.097 which indicates that packaging size has
positive contribution to consumer patronage. Result also yielded standardized beta of 0.097 was
14
obtained which means that if other variables are held constant, for every 1 unit improvement in
packaging size, consumer patronage for beverage will increase by 0.097. Result also reveals t-
calculated of 4.304 and t-critical of 1.97 at the 0.05 level of significance. The t-calculated (4.304)
is greater than the t-critical (1.97) at the 0.05 level of significance. The null hypothesis is rejected.
Therefore, there is a significant relationship between the packaging size and consumers’ patronage
for beverage in Akwa Ibom State. This result implies that when there is a significant improvement
in packaging size, there will be a significant improvement in consumer patronage for beverage in
Akwa Ibom State.
Hypothesis Four
Ho4: There is no significant relationship between packaging innovation and consumer patronage
of beverage in Akwa Ibom State.
Result in Table 5 reveals that packaging innovation (β = 0.526, S E = 0.016, t-calc. = 32.875, P-
value = 0.000, P-value<0.05) has positive relationship with consumer patronage of beverage in
Akwa Ibom State. Result yielded regression coefficient of 0.526 which indicates that packaging
innovation has positive contribution to consumer patronage. Result also yielded standardized beta
of 0.645 was obtained which means that if other variables are held constant, for every 1 unit
improvement in packaging innovation, consumer patronage for beverage will increase by 0.645.
Result also reveals t-calculated of 32.875 and t-critical of 1.97 at the 0.05 level of significance.
The t-calculated (32.875) is greater than the t-critical (1.97) at the 0.05 level of significance. The
null hypothesis is rejected. Therefore, there is a significant relationship between the packaging
innovation and consumer patronage for beverage in Akwa Ibom State. This result implies that
when there is a significant improvement in packaging innovation, there will be a significant
improvement in consumer patronage for beverage in Akwa Ibom State.
Hypothesis Five
Ho5: There is no significant joint relationship between packaging attributes (design of wrapper,
printed information, packaging size and packaging innovation) and consumer patronage of
From Table 4, the F-calculated of 3049.44 and F-critical of 2.40 with P-value of 0.000 were
obtained. The F-calculated of 3049.44 is greater than F- critical of 2.40 at the 0.05 level of
significance. The null hypothesis is rejected. Hence, there is a significant joint relationship
between packaging attributes (design of wrapper, printed information, packaging size and
packaging innovation) and consumer patronage of beverage in Akwa Ibom State.
Business Implication of Findings
In this study, the relationship between packaging attributes (design of wrapper, printed
information, packaging size packaging innovation) and consumer patronage of beverage were
thoroughly investigated empirically. The findings of this study provided implications to business.
In particular, it is hoped that these findings provide information that will enable beverage
manufacturers to develop container or wrapper that is appropriate to showcase and attract
consumers’ attention and interest to their products. Thus, expanding the market for their products
and also establishing long lasting relationship with consumers.
15
CONCLUSION
The study was on packaging attributes and consumer patronage of beverage in Akwa Ibom State.
The results clearly showed that design of wrapper, printed information; packaging size and
packaging innovation have significant positive relationship with consumer patronage of beverages.
The results revealed that when there is an improvement in packaging attributes, there will be
positive influence on consumer patronage of beverage. Therefore, it is concluded that packaging
plays an important role in the marketing of beverages. It can be treated as one of the vital
components of product that influence consumer patronage of beverage in Akwa Ibom State,
Nigeria.
Recommendations
Based on the findings of the study, the following recommendations were made:
i. More attention should be given by beverages manufacturing firms in the design of the
product wrappers to encourage consumers’ patronage to their products.
ii. An improvement on information on the product packages by beverage firms, especially
nutritional information is recommended to attract consumers’ patronage to their products.
iii. Different sizes of product packages should always be produced by beverages firms to
capture the general market.
iv. Innovative ideas in terms of major or minor modification in product packages should be
given attention by beverages firms to attract consumers’ patronage.
v. Attention should be given to an overall improvement in the design of wrapper, printed
information, packaging size and packaging innovation by beverages firms in offering their
products to the target market.
Suggestions for Further Studies
The following suggestions were put forward for further studies:
i. This study was carried out in Akwa Ibom State, Nigeria. Further studies can be extended
to other States in the country with larger sample size to determine the relationship between
packaging attributes and consumer patronage of beverages.
ii. Further studies on packaging and consumers’ patronage can be carried out to include more
components such as packaging colour, graphics and material to determine their effects on
consumer patronage.
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18
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PACKAGING ATTRIBUTES AND CONSUMER PATRONAGE OF BEVERAGES IN

Article in British Journal of Marketing Studies · December 2020

Okokon Bassey Attih

The user has requested enhancement of the downloaded file.

Dr. Okokon B. Attih

KEYWORDS: Packaging, design of wrapper, printed information, packaging size, packaging

Traditionally, packages provide functional benefits such as containment, preservation, protection,

Objectives of the Study

Scope of the Study

Some packaging attributes are as follows:

Consumer patronage is a support or approval given by a customer in regards to a specific brand

Empirical Review of Literature

Sultan (2016) investigated packaging influence on the purchase behaviour of consumers. A

Population of the Study

Conceptual Specification of Model

Printed Information Consumer Patronage

Figure 1: Conceptual model

Figure 1 indicates that consumer patronage as dependent variable could be influenced by

Empirical Specification of Model

Instrument for Data Collection

Methods of Data Analysis

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF RESULTS

Data Presentation and Analysis

Table 2: descriptive Statistics for the Research Variables

N Minimum Maximum Mean Std. Skewness Kurtosis

Source: Researcher’s computation (2020)

Table 3: Relationship between the research variables

Model Sum of Df Mean Square F-calc. F-crit. P-

Model Unstandardized Standardized t-value P-value

B Std. Error Beta

Design of wrapper 0.315 0.020 0.219 15.75 0.000*

Printed information 0.122 0.019 0.110 6.421 0.000*

Packaging size 0.099 0.023 0.097 4.304 0.000*

Packaging innovation 0.526 0.016 0.645 32.875 0.000*

Business Implication of Findings

The following suggestions were put forward for further studies:

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